European PC market faces declining sales due to rising prices

The European PC market is facing a challenging period due to rising device prices driven by the increasing costs of components such as memory and storage. According to analysts at Context, while revenue in the second quarter of 2026 rose by 11 percent compared to the previous year, the actual number of units sold decreased by 1.3 percent.

This trend is attributed to double-digit increases in average selling prices. For the second half of the year, Context predicts a further decline in unit sales. Mobile computer shipments are expected to drop by 6.4 percent in the third quarter and 20.2 percent in the fourth quarter. Desktop PC sales are projected to see even sharper declines, with a potential 29 percent drop in the fourth quarter.

Despite the decline in volume, total revenue is expected to grow by approximately 6.3 percent for the full year due to higher pricing. Context analyst Marie-Christine Pygott noted that the market focus has shifted from whether companies need to refresh their hardware to whether they can afford to do so at current price levels.